品牌价值感知诱导消费者冲动性购买行为研究——价格敏感度和品牌认同度的调节效应

Consumers'Impulsive Purchase Behavior Caused by Brand Value Perception——The Regulative Effect of Price Sensitivity and Brand Identity

本文以价格敏感度和品牌认同度作为调节变量,研究消费者品牌价值感知对其冲动性购买行为的影响效应。基于女大学生消费完美日记美妆产品的问卷调查数据,通过实证研究发现,美妆品牌的情感、功能和服务价值感知显著正向影响女大学生的冲动性购买行为;美妆品牌的功能、社会、服务和创新价值感知对女大学生冲动性购买行为的影响受到价格敏感度的正向调节;美妆品牌的功能、服务、情感、社会、成本和创新价值感知对女大学生冲动性购买行为的影响均受到品牌认同度的正向调节。本研究结论为国货美妆品牌针对年轻女性消费者的营销策略以及女大学生的理性消费提供了理论基础和实践启示。

This paper takes price sensitivity and brand identity as regulating variables to study the impact of consumers'brand value perception on their impulsive buying behavior.Based on the data of a questionnaire on female college students'consumption of Perfect Diary cosmetics,through an empirical research,it is found that the perception of emotion,function and service value of this brand significantly have a positive effect on the impulsive purchase behavior of this group;the impact of the function,society,service and innovation value perception of the brand on such behavior of this group is positively regulated by the price sensitivity,and the effect of the perception of function,service,emotion,society,cost and innovation value of the aforementioned aspect is also positively controlled by the brand identity.The conclusion of this study provides theoretical basis and practical enlightenment for both the marketing strategy of Chinese cosmetic brands for young female consumers and the rationalconsumption of female college students.